“Reverse remote production”: Gravity Media's vision for ITV Sports' 2026 World Cup coverage

Gravity Media pilots a “reverse remote production” setup as part of its services for FIFA World Cup 2026 coverage, connecting its London production center to live studio operations ITV Sport in New York through an integrated workflow.

In this production model based on three centers, the signals of the matches are received through the Dallas International Broadcast Center and are transmitted to Gravity Media Production Center in London, where production rooms are managed and enriched with editorial and live presentation content. Meanwhile, ITV Sport's New York-based presenting team handles the live segments from the studio.

This creates a workflow between three international locations, rather than traditional production at a single site. The result is a “highly resistant and flexible” production model that combines the transatlantic collaboration and a “state-of-the-art infrastructure.” The production also incorporates images of the venue, with pitch presentation elements integrated into Gravity Media's production rooms in London, enhancing storytelling and live coverage.

Kate Rendle, global sales director at Gravity Media, believes that this deployment with ITV exemplifies the way in which the company “is redefining what is possible in remote production“By integrating our London production center with live presentation from New York, we are able to deliver a fluid, resilient and highly creative workflow for one of the world's biggest sporting events. Our investment in infrastructure ensures that we can support our customers with true operational flexibility and continuity, regardless of the challenges that arise. “It is about delivering innovation and reliability on a large scale, and we are proud to do it for ITV,” he explains.

In June 2026, ITVX achieved its best monthly performance to date, surpassing the barrier of 400 million monthly views for the first time in its history. Live football has been one of the main drivers of the streaming in June, and ITV Sport has dominated the group stage.

ITV Sport broadcast seven of the ten most-watched group stage matches, including England's two wins, with audience peaks of 16.4 million and 13.8 million respectively, as well as the opening match of the tournament, Mexico against South Africa, Norway against France, Netherlands against Japan, Scotland against Morocco and Germany against Ivory Coast.